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La publicité comparative en France, quelles perspectives ?

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  • Christian Dianoux

    (IUT de Metz - UL - Université de Lorraine)

Abstract

La France venant de modifier sa réglementation en matière de publicité comparative afin de l'adapter à la directive européenne 97/55/CE, il est opportun de se poser la question de l'avenir de cette forme de communication sur le territoire français qui jusqu'à présent a suscité un engouement inversement proportionnel aux polémiques que les projets de loi avaient fait naître. L'analyse du contexte actuel d'un point de vue managérial et juridique montre qu'il est peu probable que l'on assiste à son développement tant que les annonceurs ne seront pas persuadés de son efficacité sur le consommateur français.

Suggested Citation

  • Christian Dianoux, 2002. "La publicité comparative en France, quelles perspectives ?," Post-Print halshs-02920039, HAL.
    • Handle: RePEc:hal:journl:halshs-02920039
    DOI: 10.7193/DM.025.29.36
    as

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